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Campaign Spotlight
GCash’s ‘Loan Song Syndrome’ turns a financial safety net into a catchy hit—and a YouTube Works Awards Philippines 2026 win
For many Filipinos, getting a loan and insurance policy can feel like two separate financial decisions. Mobile wallet GCash wanted…
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adobo Exclusive
The ‘YouTube Era’ is changing what marketing and media success looks like in the Philippines
For years, marketers chased impressions. Today, they’re chasing something far more valuable: influence that leads to action. That shift defined…
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adoboPicks
adoboPicks: These campaigns remind us that creativity is at its best when it helps improve people’s lives
As audiences become more discerning and attention harder to earn, the most meaningful campaigns are no longer those that simply…
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Adobo Talks
The lies advertising tells itself about creativity—and why Jayel Ladioray wants to end them
In advertising, creativity has long been treated as the industry’s highest ideal. It wins awards, earns recognition, and gives brands…
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Adobo Talks
Ashley Santillan-Delgado on why great marketing turns attention into participation
Consumers scroll past thousands of messages every day, while brands continue competing for the same fleeting seconds of visibility. Yet…
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Adobo Talks
Can creativity offer business value? The answer has always been ‘yes,’ according to these seasoned marketers
Advertising and marketing practitioners have long viewed creativity and effectiveness as competing priorities, with brands often forced to choose between…
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Arts & Culture
Heritage is not static, and ArteFino has spent a decade proving it
More than bringing together the country’s finest artisans, ArteFino has challenged long-held perceptions of Filipino craftsmanship, proving that heritage is…
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Events
Publicis One United goes back-to-back, edges Dentsu Creative FC in thrilling rematch at the 15th adobo Football Cup
With a two-time winning streak, adobo Football Cup (AFC) defending champion Publicis One United proved that keeping a title demands…
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Entertainment
‘On Your Feet!’ proves great stories—and great music—are timeless
Jukebox musicals often arrive with an unspoken assumption that the audience already knows the artist, the songs, and the cultural…
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adobo Exclusive
No one left in the dark: Meralco brings sustainable electricity to Cagbalete Island with Hybrid Microgrid System Project
In an archipelago where proximity often dictates access and opportunity, bringing reliable electricity to remote communities remains one of the…
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Campaign Spotlight
How dentsu Tokyo turned NIKKA Whisky’s philosophy of difference into a Cannes-winning creative language
Some of the most compelling creative work begins not with a campaign idea, but with a brand belief. This holds,…
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Awards News
Studio Impossible Projects’ ‘The Banwag’ leads Good Design Award Philippines 2026 winners’ roster, celebrating ‘malasakit’ as the heart of Filipino creativity
The Design Center of the Philippines has unveiled the winners of the Good Design Award (GDA) Philippines 2026, celebrating projects…
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adobo Exclusive
What makes a Cannes Lions-winning Film? Nonthaporn Ketmanee says it starts with emotional truth
As technology continues to reshape storytelling, the Film category at the Cannes Lions International Festival of Creativity is undergoing its…
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